he’s considered the father of the digital revolution a master of
digital revolution a master of
digital revolution a master of innovation and a design perfectionist he
innovation and a design perfectionist he
innovation and a design perfectionist he had a net worth of over 8 billion
had a net worth of over 8 billion
had a net worth of over 8 billion dollars in 2010
dollars in 2010
dollars in 2010 he’s one of my personal favorite
he’s one of my personal favorite
he’s one of my personal favorite entrepreneurs of all time he’s Steve
entrepreneurs of all time he’s Steve
entrepreneurs of all time he’s Steve Jobs from Apple and here are his top 10
Jobs from Apple and here are his top 10
Jobs from Apple and here are his top 10 rules for success the thing I would say
rules for success the thing I would say
rules for success the thing I would say is when you grow up you tend to get told
is when you grow up you tend to get told
is when you grow up you tend to get told that the world is the way it is and your
that the world is the way it is and your
that the world is the way it is and your your life is just to live your life
your life is just to live your life
your life is just to live your life inside the world try not to bash into
inside the world try not to bash into
inside the world try not to bash into the walls too much try to have a nice
the walls too much try to have a nice
the walls too much try to have a nice family life have fun save a little money
family life have fun save a little money
family life have fun save a little money but life that’s a very limited life life
but life that’s a very limited life life
but life that’s a very limited life life can be much broader once you discover
can be much broader once you discover
can be much broader once you discover one simple fact and that is everything
one simple fact and that is everything
one simple fact and that is everything around you that you call life was made
around you that you call life was made
around you that you call life was made up by people that were no smarter than
up by people that were no smarter than
up by people that were no smarter than you and you can change it you can
you and you can change it you can
you and you can change it you can influence it you can you can build your
influence it you can you can build your
influence it you can you can build your own things that other people can use and
own things that other people can use and
own things that other people can use and the minute that you understand that you
the minute that you understand that you
the minute that you understand that you can poke life and actually something
can poke life and actually something
can poke life and actually something will you know if you push it and
will you know if you push it and
will you know if you push it and something will pop out the other side
something will pop out the other side
something will pop out the other side that you can you can change it you can
that you can you can change it you can
that you can you can change it you can mold it that’s maybe the most important
mold it that’s maybe the most important
mold it that’s maybe the most important thing is to shake off this this
thing is to shake off this this
thing is to shake off this this erroneous notion that life is is there
erroneous notion that life is is there
erroneous notion that life is is there and you’re just gonna live in it versus
and you’re just gonna live in it versus
and you’re just gonna live in it versus embrace it change it improve it make
embrace it change it improve it make
embrace it change it improve it make your mark upon it I I think that’s very
your mark upon it I I think that’s very
your mark upon it I I think that’s very important and however you learn that
important and however you learn that
important and however you learn that once you learn it you’ll want to change
once you learn it you’ll want to change
once you learn it you’ll want to change life and make it better because it’s
life and make it better because it’s
life and make it better because it’s kind of messed up in a lot of ways once
kind of messed up in a lot of ways once
kind of messed up in a lot of ways once you learn that you’ll never be the same
you learn that you’ll never be the same
you learn that you’ll never be the same again people say you have to have a lot
again people say you have to have a lot
again people say you have to have a lot of passion for what you’re doing and
of passion for what you’re doing and
of passion for what you’re doing and it’s totally true and the reason is is
it’s totally true and the reason is is
it’s totally true and the reason is is because it’s so hard that if you don’t
because it’s so hard that if you don’t
because it’s so hard that if you don’t any rational person would give up it’s
any rational person would give up it’s
any rational person would give up it’s really hard and you have to do it over a
really hard and you have to do it over a
really hard and you have to do it over a sustained period of time so if you don’t
sustained period of time so if you don’t
sustained period of time so if you don’t love it if you’re not having fun doing
love it if you’re not having fun doing
love it if you’re not having fun doing it you don’t really love it you’re gonna
it you don’t really love it you’re gonna
it you don’t really love it you’re gonna give up and that’s what happens to most
give up and that’s what happens to most
give up and that’s what happens to most people actually you really look at at
people actually you really look at at
people actually you really look at at the ones that ended up you know being
the ones that ended up you know being
the ones that ended up you know being successful unquote the eyes of society
successful unquote the eyes of society
successful unquote the eyes of society and the ones that didn’t oftentimes it’s
and the ones that didn’t oftentimes it’s
and the ones that didn’t oftentimes it’s the ones that are successful loved what
the ones that are successful loved what
the ones that are successful loved what they did so they could persevere you
they did so they could persevere you
they did so they could persevere you know what got really tough and and the
know what got really tough and and the
know what got really tough and and the ones that didn’t love it quit because
ones that didn’t love it quit because
ones that didn’t love it quit because they’re saying right who would want to
they’re saying right who would want to
they’re saying right who would want to put up with this stuff if you don’t love
put up with this stuff if you don’t love
put up with this stuff if you don’t love it so it’s a lot of hard work and and
it so it’s a lot of hard work and and
it so it’s a lot of hard work and and it’s a lot of worrying constantly and if
it’s a lot of worrying constantly and if
it’s a lot of worrying constantly and if you don’t love it you’re gonna fail so
you don’t love it you’re gonna fail so
you don’t love it you’re gonna fail so you got to love it you gotta have
you got to love it you gotta have
you got to love it you gotta have passion we had absolutely no idea what
passion we had absolutely no idea what
passion we had absolutely no idea what people are gonna do this is when we
people are gonna do this is when we
people are gonna do this is when we started out
started out
started out in fact the two people it was designed
in fact the two people it was designed
in fact the two people it was designed for was was my Sibella family because we
for was was my Sibella family because we
for was was my Sibella family because we couldn’t afford to buy it a computer to
couldn’t afford to buy it a computer to
couldn’t afford to buy it a computer to that market so we liberated some parts
that market so we liberated some parts
that market so we liberated some parts from hewlett-packard and tari and worth
from hewlett-packard and tari and worth
from hewlett-packard and tari and worth diamond design for about six months and
diamond design for about six months and
diamond design for about six months and decided that we would build our own
decided that we would build our own
decided that we would build our own computer so we go and once was up to a
computer so we go and once was up to a
computer so we go and once was up to a foreign morning for many moons and we
foreign morning for many moons and we
foreign morning for many moons and we got working we showed some reference
got working we showed some reference
got working we showed some reference immediately everybody wanted and turned
immediately everybody wanted and turned
immediately everybody wanted and turned out there took about 40 hours to build
out there took about 40 hours to build
out there took about 40 hours to build one of these things I’ve been another 20
one of these things I’ve been another 20
one of these things I’ve been another 20 30 40 50 bite and we had a lot of
30 40 50 bite and we had a lot of
30 40 50 bite and we had a lot of friends and work that similar companies
friends and work that similar companies
friends and work that similar companies who could liberate the parts also of our
who could liberate the parts also of our
who could liberate the parts also of our time helping our friends to build
time helping our friends to build
time helping our friends to build computers and it was just getting to be
computers and it was just getting to be
computers and it was just getting to be a tremendous drain on our on our lives
a tremendous drain on our on our lives
a tremendous drain on our on our lives so we got the idea one day that we could
so we got the idea one day that we could
so we got the idea one day that we could make a printed circuit board without the
make a printed circuit board without the
make a printed circuit board without the parts and it’s le blank printed circuit
parts and it’s le blank printed circuit
parts and it’s le blank printed circuit boards to our friends and probably cut
boards to our friends and probably cut
boards to our friends and probably cut the assembly and debug time down to you
the assembly and debug time down to you
the assembly and debug time down to you know five ten hours so Wasel is HPC
know five ten hours so Wasel is HPC
know five ten hours so Wasel is HPC calculator and I sold my banner we got
calculator and I sold my banner we got
calculator and I sold my banner we got 13 bucks together and they are friend of
13 bucks together and they are friend of
13 bucks together and they are friend of ours who is this PC board layout person
ours who is this PC board layout person
ours who is this PC board layout person 1,300 bucks to do us a layout decided
1,300 bucks to do us a layout decided
1,300 bucks to do us a layout decided myself in insert record that twice what
myself in insert record that twice what
myself in insert record that twice what it costs to build him and hopefully
it costs to build him and hopefully
it costs to build him and hopefully recoup our calculator and transportation
recoup our calculator and transportation
recoup our calculator and transportation assembly today so that’s what we did and
assembly today so that’s what we did and
assembly today so that’s what we did and I was out trying to pedal PC boards one
I was out trying to pedal PC boards one
I was out trying to pedal PC boards one day and walked into a bike shop the
day and walked into a bike shop the
day and walked into a bike shop the first by chopping mountain view and Paul
first by chopping mountain view and Paul
first by chopping mountain view and Paul to relevant then owner of the bike shop
to relevant then owner of the bike shop
to relevant then owner of the bike shop said he would like to take 50 of these
said he would like to take 50 of these
said he would like to take 50 of these computers and I saw dollar signs in
computers and I saw dollar signs in
computers and I saw dollar signs in front my eyes and but he had one catch
front my eyes and but he had one catch
front my eyes and but he had one catch which was that he wanted them fully
which was that he wanted them fully
which was that he wanted them fully assembled and tested ready to go which
assembled and tested ready to go which
assembled and tested ready to go which is a new twist so we spent the next five
is a new twist so we spent the next five
is a new twist so we spent the next five days on the phone with distributors in
days on the phone with distributors in
days on the phone with distributors in two minutes the electronics parts
two minutes the electronics parts
two minutes the electronics parts distributors around here to give us
distributors around here to give us
distributors around here to give us about $10,000 with the parts not thin
about $10,000 with the parts not thin
about $10,000 with the parts not thin air
air
air Kljestan enthusiasm so we got the parts
Kljestan enthusiasm so we got the parts
Kljestan enthusiasm so we got the parts and we built a hundred computers and we
and we built a hundred computers and we
and we built a hundred computers and we sold 50 of them for cash in 29 days paid
sold 50 of them for cash in 29 days paid
sold 50 of them for cash in 29 days paid off the distributor and that’s how we
off the distributor and that’s how we
off the distributor and that’s how we got started so we have 50 computers left
got started so we have 50 computers left
got started so we have 50 computers left over well that man we had to sell so
over well that man we had to sell so
over well that man we had to sell so then you started learning about
then you started learning about
then you started learning about marketing worrying about distribution
marketing worrying about distribution
marketing worrying about distribution got on the phone with the other computer
got on the phone with the other computer
got on the phone with the other computer stores around country and gradually the
stores around country and gradually the
stores around country and gradually the whole thing began to build momentum and
whole thing began to build momentum and
whole thing began to build momentum and at that point in time we had some
at that point in time we had some
at that point in time we had some feeling that we were onto something but
feeling that we were onto something but
feeling that we were onto something but the feeling was is so different than the
the feeling was is so different than the
the feeling was is so different than the experience of actually seeing
experience of actually seeing
experience of actually seeing right now it’s entirely different and
right now it’s entirely different and
right now it’s entirely different and sometimes a lot of a lot of people ask
sometimes a lot of a lot of people ask
sometimes a lot of a lot of people ask what did you know it was gonna mushroom
what did you know it was gonna mushroom
what did you know it was gonna mushroom into this phenomenon and you can say
into this phenomenon and you can say
into this phenomenon and you can say yeah you know we planned it out we got
yeah you know we planned it out we got
yeah you know we planned it out we got led on a piece of paper but I’ve heard
led on a piece of paper but I’ve heard
led on a piece of paper but I’ve heard the experience of seeing five hundred
the experience of seeing five hundred
the experience of seeing five hundred people working at Apple computers very
people working at Apple computers very
people working at Apple computers very different in the experience of seeing a
different in the experience of seeing a
different in the experience of seeing a five year old kid who really understands
five year old kid who really understands
five year old kid who really understands what he’s the tool that he’s got in
what he’s the tool that he’s got in
what he’s the tool that he’s got in front when you first got the job as CEO
front when you first got the job as CEO
front when you first got the job as CEO you got a call from Steve Jobs and he
you got a call from Steve Jobs and he
you got a call from Steve Jobs and he offered you some advice well he didn’t
offered you some advice well he didn’t
offered you some advice well he didn’t call to offer me advice but we had
call to offer me advice but we had
call to offer me advice but we had worked together on a Nike Apple
worked together on a Nike Apple
worked together on a Nike Apple collaboration called Nike Plus so we
collaboration called Nike Plus so we
collaboration called Nike Plus so we took what Apple knows what Nike knows
took what Apple knows what Nike knows
took what Apple knows what Nike knows you know brought a new technology to the
you know brought a new technology to the
you know brought a new technology to the market anyway long story short he said
market anyway long story short he said
market anyway long story short he said hey congratulations it’s great you’re
hey congratulations it’s great you’re
hey congratulations it’s great you’re gonna do a great job I said well you
gonna do a great job I said well you
gonna do a great job I said well you have any advice and he said no no you’re
have any advice and he said no no you’re
have any advice and he said no no you’re great and then there’s a pause and he
great and then there’s a pause and he
great and then there’s a pause and he goes well I do have some advice he goes
goes well I do have some advice he goes
goes well I do have some advice he goes Nike makes some of the best product in
Nike makes some of the best product in
Nike makes some of the best product in the world
the world
the world I mean product at you lust after
I mean product at you lust after
I mean product at you lust after absolutely beautiful stunning product
absolutely beautiful stunning product
absolutely beautiful stunning product but you also make a lot of crap he said
but you also make a lot of crap he said
but you also make a lot of crap he said just get rid of the crappy stuff and
just get rid of the crappy stuff and
just get rid of the crappy stuff and focus on the good stuff and then I
focus on the good stuff and then I
focus on the good stuff and then I expected a little pause and a laugh but
expected a little pause and a laugh but
expected a little pause and a laugh but there was there was a positive laugh at
there was there was a positive laugh at
there was there was a positive laugh at the end of it and he was absolutely
the end of it and he was absolutely
the end of it and he was absolutely right greatest people are self-managing
right greatest people are self-managing
right greatest people are self-managing they don’t need to be managed you if
they don’t need to be managed you if
they don’t need to be managed you if they know what if once they know what to
they know what if once they know what to
they know what if once they know what to do
do
do they’ll go figure out how to do it they
they’ll go figure out how to do it they
they’ll go figure out how to do it they don’t need to be managed at all what
don’t need to be managed at all what
don’t need to be managed at all what they need is a common vision and that’s
they need is a common vision and that’s
they need is a common vision and that’s what leadership is what leadership is is
what leadership is what leadership is is
what leadership is what leadership is is having a vision being able to articulate
having a vision being able to articulate
having a vision being able to articulate that so that people around you can
that so that people around you can
that so that people around you can understand it and getting a consensus on
understand it and getting a consensus on
understand it and getting a consensus on a common vision we wanted people that
a common vision we wanted people that
a common vision we wanted people that were insanely great at what they did but
were insanely great at what they did but
were insanely great at what they did but work we’re not necessarily those
work we’re not necessarily those
work we’re not necessarily those seasoned professionals but who has on at
seasoned professionals but who has on at
seasoned professionals but who has on at the tips of their fingers and in their
the tips of their fingers and in their
the tips of their fingers and in their passion the latest understanding of
passion the latest understanding of
passion the latest understanding of where technology was and what we could
where technology was and what we could
where technology was and what we could do with that technology and who wanted
do with that technology and who wanted
do with that technology and who wanted to bring that to lots of people so the
to bring that to lots of people so the
to bring that to lots of people so the neatest thing that happens is when you
neatest thing that happens is when you
neatest thing that happens is when you get a core group of you know 10 great
get a core group of you know 10 great
get a core group of you know 10 great people that it becomes self-policing as
people that it becomes self-policing as
people that it becomes self-policing as to who they let into that group so I
to who they let into that group so I
to who they let into that group so I consider the most important job of
consider the most important job of
consider the most important job of someone like myself is recruiting he
someone like myself is recruiting he
someone like myself is recruiting he agonized over hiring we had interviews I
agonized over hiring we had interviews I
agonized over hiring we had interviews I could go back and look at some of the
could go back and look at some of the
could go back and look at some of the interviews again they would start at
interviews again they would start at
interviews again they would start at 9:00 or 10:00 in the morning and go
9:00 or 10:00 in the morning and go
9:00 or 10:00 in the morning and go through dinner a new interview he would
through dinner a new interview he would
through dinner a new interview he would talk to everybody in the building at
talk to everybody in the building at
talk to everybody in the building at least once and maybe a couple times and
least once and maybe a couple times and
least once and maybe a couple times and then come back for another round of
then come back for another round of
then come back for another round of interviews and then we’d all get
interviews and then we’d all get
interviews and then we’d all get together and talk about it least to my
together and talk about it least to my
together and talk about it least to my mind was when we finally decided we
mind was when we finally decided we
mind was when we finally decided we liked them enough to show them the
liked them enough to show them the
liked them enough to show them the Macintosh prototype and then this
Macintosh prototype and then this
Macintosh prototype and then this happened down in front of it and if they
happened down in front of it and if they
happened down in front of it and if they just kind of order this and this is a
just kind of order this and this is a
just kind of order this and this is a nice computer we don’t want it we wanted
nice computer we don’t want it we wanted
nice computer we don’t want it we wanted two eyes to light off and then to get
two eyes to light off and then to get
two eyes to light off and then to get really excited
really excited
really excited then we knew they were one of us and
then we knew they were one of us and
then we knew they were one of us and everybody just wanted to work not
everybody just wanted to work not
everybody just wanted to work not because it was work that had to be done
because it was work that had to be done
because it was work that had to be done but it was because something that we
but it was because something that we
but it was because something that we really believed in that was just gonna
really believed in that was just gonna
really believed in that was just gonna really make a difference and that’s what
really make a difference and that’s what
really make a difference and that’s what kept the whole thing going we all wanted
kept the whole thing going we all wanted
kept the whole thing going we all wanted exactly the same thing instead of
exactly the same thing instead of
exactly the same thing instead of spending our time arguing about what the
spending our time arguing about what the
spending our time arguing about what the computer should be we all knew what the
computer should be we all knew what the
computer should be we all knew what the computer should be and we just wind it
computer should be and we just wind it
computer should be and we just wind it we went through that stage and Apple
we went through that stage and Apple
we went through that stage and Apple where we went out and thought oh we’re
where we went out and thought oh we’re
where we went out and thought oh we’re gonna be a big company let’s hire
gonna be a big company let’s hire
gonna be a big company let’s hire professional management we went out
professional management we went out
professional management we went out hired a bunch of professional management
hired a bunch of professional management
hired a bunch of professional management it didn’t work at all most of them were
it didn’t work at all most of them were
it didn’t work at all most of them were bozos they knew how to manage but they
bozos they knew how to manage but they
bozos they knew how to manage but they did know how to do anything and so if
did know how to do anything and so if
did know how to do anything and so if you’re a great person why do you want to
you’re a great person why do you want to
you’re a great person why do you want to work for something you can’t learn
work for something you can’t learn
work for something you can’t learn anything from and you know what’s
anything from and you know what’s
anything from and you know what’s interesting you know what the best
interesting you know what the best
interesting you know what the best managers are there are the great
managers are there are the great
managers are there are the great individual contributors who never ever
individual contributors who never ever
individual contributors who never ever want to be a manager but decide they
want to be a manager but decide they
want to be a manager but decide they have to be a manager because every no
have to be a manager because every no
have to be a manager because every no one else is gonna be able to do as good
one else is gonna be able to do as good
one else is gonna be able to do as good a job as them after hiring two
a job as them after hiring two
a job as them after hiring two professional managers from outside the
professional managers from outside the
professional managers from outside the company and firing them both jobs
company and firing them both jobs
company and firing them both jobs gambled on Debbie Coleman a member of
gambled on Debbie Coleman a member of
gambled on Debbie Coleman a member of the Macintosh team thirty two years old
the Macintosh team thirty two years old
the Macintosh team thirty two years old an English literature major with an MBA
an English literature major with an MBA
an English literature major with an MBA from Stanford
from Stanford
from Stanford Debbie was a financial manager with no
Debbie was a financial manager with no
Debbie was a financial manager with no experience in manufacturing I mean
experience in manufacturing I mean
experience in manufacturing I mean there’s no way in the world anybody else
there’s no way in the world anybody else
there’s no way in the world anybody else would give me this chance to run this
would give me this chance to run this
would give me this chance to run this kind of operation and I don’t kid myself
kind of operation and I don’t kid myself
kind of operation and I don’t kid myself about that there’s an incredible high
about that there’s an incredible high
about that there’s an incredible high risk both for myself personally and
risk both for myself personally and
risk both for myself personally and professionally and for Apple as a
professionally and for Apple as a
professionally and for Apple as a company they put a person like myself in
company they put a person like myself in
company they put a person like myself in this job I mean they’re really betting
this job I mean they’re really betting
this job I mean they’re really betting on a lot of things we’re betting that my
on a lot of things we’re betting that my
on a lot of things we’re betting that my skills and organizational effectiveness
skills and organizational effectiveness
skills and organizational effectiveness you know override all those you know
you know override all those you know
you know override all those you know lack of technology lack of experience
lack of technology lack of experience
lack of technology lack of experience lack of you know time and manufacturing
lack of you know time and manufacturing
lack of you know time and manufacturing so it’s a big risk and I’m just an
so it’s a big risk and I’m just an
so it’s a big risk and I’m just an example in every single person on the
example in every single person on the
example in every single person on the Mac team all most of your you know
Mac team all most of your you know
Mac team all most of your you know entry-level person you could say that
entry-level person you could say that
entry-level person you could say that about this is a place where people were
about this is a place where people were
about this is a place where people were afforded incredibly unique opportunities
afforded incredibly unique opportunities
afforded incredibly unique opportunities to prove that they could do they could
to prove that they could do they could
to prove that they could do they could dumb they could write the book again
dumb they could write the book again
dumb they could write the book again inscribed inside the casing of every
inscribed inside the casing of every
inscribed inside the casing of every Macintosh unseen by the consumer are the
Macintosh unseen by the consumer are the
Macintosh unseen by the consumer are the signatures of the whole team this is
signatures of the whole team this is
signatures of the whole team this is Apple’s way of affirming that their
Apple’s way of affirming that their
Apple’s way of affirming that their latest innovation is a product of the
latest innovation is a product of the
latest innovation is a product of the individuals who created it not the
individuals who created it not the
individuals who created it not the corporation it’s very interesting I was
corporation it’s very interesting I was
corporation it’s very interesting I was worth about over a million dollars when
worth about over a million dollars when
worth about over a million dollars when I was 23 and over ten million dollars
I was 23 and over ten million dollars
I was 23 and over ten million dollars when I was 24 and over 100 million
when I was 24 and over 100 million
when I was 24 and over 100 million dollars I was 25 and it wasn’t that
dollars I was 25 and it wasn’t that
dollars I was 25 and it wasn’t that important because I never did it for the
important because I never did it for the
important because I never did it for the money I I think money is wonderful thing
money I I think money is wonderful thing
money I I think money is wonderful thing because it enables you to do things it
because it enables you to do things it
because it enables you to do things it enables you to invest in ideas that
enables you to invest in ideas that
enables you to invest in ideas that don’t have a short-term payback and
don’t have a short-term payback and
don’t have a short-term payback and things like that but especially at that
things like that but especially at that
things like that but especially at that point in my life it was it was not the
point in my life it was it was not the
point in my life it was it was not the most important thing
most important thing
most important thing most important thing was the company the
most important thing was the company the
most important thing was the company the people the products we were making what
people the products we were making what
people the products we were making what we were gonna enable people to do with
we were gonna enable people to do with
we were gonna enable people to do with these products so I didn’t think about
these products so I didn’t think about
these products so I didn’t think about it a great deal you know I never sold
it a great deal you know I never sold
it a great deal you know I never sold any stock and just really believed that
any stock and just really believed that
any stock and just really believed that the company would do very well over the
the company would do very well over the
the company would do very well over the long term our goal is to make the best
long term our goal is to make the best
long term our goal is to make the best personal computers in the world and to
personal computers in the world and to
personal computers in the world and to make products we are proud to sell and
make products we are proud to sell and
make products we are proud to sell and would recommend to our family and
would recommend to our family and
would recommend to our family and friends and we want to do that at the
friends and we want to do that at the
friends and we want to do that at the lowest prices we can but I have to tell
lowest prices we can but I have to tell
lowest prices we can but I have to tell you there’s some stuff in our industry
you there’s some stuff in our industry
you there’s some stuff in our industry that we wouldn’t be proud to ship that
that we wouldn’t be proud to ship that
that we wouldn’t be proud to ship that we wouldn’t be proud to recommend to our
we wouldn’t be proud to recommend to our
we wouldn’t be proud to recommend to our family and friends and we can’t do it we
family and friends and we can’t do it we
family and friends and we can’t do it we just can’t ship junk so there’s there’s
just can’t ship junk so there’s there’s
just can’t ship junk so there’s there’s a there are thresholds that we can’t
a there are thresholds that we can’t
a there are thresholds that we can’t cross because of who we are but we want
cross because of who we are but we want
cross because of who we are but we want to make the best personal computers in
to make the best personal computers in
to make the best personal computers in the industry the industry that wants
the industry the industry that wants
the industry the industry that wants that – and what you’ll find is our
that – and what you’ll find is our
that – and what you’ll find is our products are usually not premium priced
products are usually not premium priced
products are usually not premium priced you go you go and price out our
you go you go and price out our
you go you go and price out our competitors products and you add the
competitors products and you add the
competitors products and you add the features that you have to add to make
features that you have to add to make
features that you have to add to make them useful and you’ll find in some
them useful and you’ll find in some
them useful and you’ll find in some cases they are more expensive than our
cases they are more expensive than our
cases they are more expensive than our products the difference is we don’t
products the difference is we don’t
products the difference is we don’t offer stripped-down lousy products you
offer stripped-down lousy products you
offer stripped-down lousy products you know we just don’t offer categories of
know we just don’t offer categories of
know we just don’t offer categories of products like that but if you move those
products like that but if you move those
products like that but if you move those aside and compare us with our
aside and compare us with our
aside and compare us with our competitors I think we compare pretty
competitors I think we compare pretty
competitors I think we compare pretty favorably and a lot of people have been
favorably and a lot of people have been
favorably and a lot of people have been doing that and saying that now for the
doing that and saying that now for the
doing that and saying that now for the last 18 months
last 18 months
last 18 months yes mr. gobs you’re a Brighton and
yes mr. gobs you’re a Brighton and
yes mr. gobs you’re a Brighton and pointing man here it comes
pointing man here it comes
pointing man here it comes sad and clear that on several counts to
sad and clear that on several counts to
sad and clear that on several counts to discuss you don’t know what you’re
discuss you don’t know what you’re
discuss you don’t know what you’re talking about I would like for example
talking about I would like for example
talking about I would like for example for you to express in clear terms how
for you to express in clear terms how
for you to express in clear terms how say Java in any of its incarnations
say Java in any of its incarnations
say Java in any of its incarnations addresses the ideas embodied and opened
addresses the ideas embodied and opened
addresses the ideas embodied and opened up and when you’re finished with that
up and when you’re finished with that
up and when you’re finished with that perhaps you could tell us what you
perhaps you could tell us what you
perhaps you could tell us what you personally have been doing for the last
personally have been doing for the last
personally have been doing for the last seven years you know you can please some
seven years you know you can please some
seven years you know you can please some of the people some of the time but one
of the people some of the time but one
of the people some of the time but one of the hardest things when you’re trying
of the hardest things when you’re trying
of the hardest things when you’re trying to affect change is that people like
to affect change is that people like
to affect change is that people like this gentleman are right in some areas
this gentleman are right in some areas
this gentleman are right in some areas I’m sure that there are some things
I’m sure that there are some things
I’m sure that there are some things opendoc does probably even more than I’m
opendoc does probably even more than I’m
opendoc does probably even more than I’m not familiar with but nothing else out
not familiar with but nothing else out
not familiar with but nothing else out there does and I’m sure that you can
there does and I’m sure that you can
there does and I’m sure that you can make some demos maybe a small commercial
make some demos maybe a small commercial
make some demos maybe a small commercial app that demonstrates those things the
app that demonstrates those things the
app that demonstrates those things the hardest thing is what how does that fit
hardest thing is what how does that fit
hardest thing is what how does that fit in to a cohesive larger vision that’s
in to a cohesive larger vision that’s
in to a cohesive larger vision that’s going to allow you to sell eight billion
going to allow you to sell eight billion
going to allow you to sell eight billion dollars ten billion dollars of product a
dollars ten billion dollars of product a
dollars ten billion dollars of product a year and one of the things I’ve always
year and one of the things I’ve always
year and one of the things I’ve always found is that you’ve got to start with
found is that you’ve got to start with
found is that you’ve got to start with the customer experience and work
the customer experience and work
the customer experience and work backwards to the technology you can’t
backwards to the technology you can’t
backwards to the technology you can’t start with the technology and try to
start with the technology and try to
start with the technology and try to figure out where you’re gonna try to
figure out where you’re gonna try to
figure out where you’re gonna try to sell it and I’ve made this mistake
sell it and I’ve made this mistake
sell it and I’ve made this mistake probably more than anybody else in this
probably more than anybody else in this
probably more than anybody else in this room and I got the scar tissue to prove
room and I got the scar tissue to prove
room and I got the scar tissue to prove it and I know that it’s the case and as
it and I know that it’s the case and as
it and I know that it’s the case and as we have tried to come up with a strategy
we have tried to come up with a strategy
we have tried to come up with a strategy in a vision for Apple it started with
in a vision for Apple it started with
in a vision for Apple it started with what incredible benefits can we give to
what incredible benefits can we give to
what incredible benefits can we give to the customer where can we take the
the customer where can we take the
the customer where can we take the customer not not starting with let’s sit
customer not not starting with let’s sit
customer not not starting with let’s sit down with the engineers and and figure
down with the engineers and and figure
down with the engineers and and figure out what awesome technology we have and
out what awesome technology we have and
out what awesome technology we have and then how are we going to market that and
then how are we going to market that and
then how are we going to market that and I think that’s the right path to take I
I think that’s the right path to take I
I think that’s the right path to take I remember with the laser writer we built
remember with the laser writer we built
remember with the laser writer we built the world’s first small laser printers
the world’s first small laser printers
the world’s first small laser printers you know and there was awesome
you know and there was awesome
you know and there was awesome technology in that box we had the first
technology in that box we had the first
technology in that box we had the first canon laser printing cheap laser print
canon laser printing cheap laser print
canon laser printing cheap laser print engine in the world in the United States
engine in the world in the United States
engine in the world in the United States here
here
here at Apple we had a very wonderful printer
at Apple we had a very wonderful printer
at Apple we had a very wonderful printer controller that we design we had Adobe’s
controller that we design we had Adobe’s
controller that we design we had Adobe’s PostScript software in there we had
PostScript software in there we had
PostScript software in there we had Apple talk in there just awesome
Apple talk in there just awesome
Apple talk in there just awesome technology in the box and I remember
technology in the box and I remember
technology in the box and I remember seeing the first printout come out of it
seeing the first printout come out of it
seeing the first printout come out of it and just picking it up and looking at
and just picking it up and looking at
and just picking it up and looking at anything you know we can sell this
anything you know we can sell this
anything you know we can sell this because you don’t know anything about
because you don’t know anything about
because you don’t know anything about what’s in that box all we have to is
what’s in that box all we have to is
what’s in that box all we have to is holding something do you want this and
holding something do you want this and
holding something do you want this and if you remember back in 1984 before
if you remember back in 1984 before
if you remember back in 1984 before laser printers it’s pretty startling to
laser printers it’s pretty startling to
laser printers it’s pretty startling to see that people went Wow yes and that’s
see that people went Wow yes and that’s
see that people went Wow yes and that’s that’s where Apple’s gotta get back to
that’s where Apple’s gotta get back to
that’s where Apple’s gotta get back to and you know I’m sorry that opened Docs
and you know I’m sorry that opened Docs
and you know I’m sorry that opened Docs a casualty along the way and I readily
a casualty along the way and I readily
a casualty along the way and I readily admit there are many things in life that
admit there are many things in life that
admit there are many things in life that I don’t the famous that he what I’m
I don’t the famous that he what I’m
I don’t the famous that he what I’m talking about so I apologize for that
talking about so I apologize for that
talking about so I apologize for that too but there’s a whole lot of people
too but there’s a whole lot of people
too but there’s a whole lot of people working super super hard right now at
working super super hard right now at
working super super hard right now at Apple you know avi John Marino Fred I
Apple you know avi John Marino Fred I
Apple you know avi John Marino Fred I mean the whole team is working burning
mean the whole team is working burning
mean the whole team is working burning the midnight oil trying to and people
the midnight oil trying to and people
the midnight oil trying to and people you know hundreds of people below them
you know hundreds of people below them
you know hundreds of people below them to execute on some of these things and
to execute on some of these things and
to execute on some of these things and they’re doing the best and I think that
they’re doing the best and I think that
they’re doing the best and I think that what we need to do and some mistakes
what we need to do and some mistakes
what we need to do and some mistakes will be made by the way some mistakes
will be made by the way some mistakes
will be made by the way some mistakes will be made along the way that’s good
will be made along the way that’s good
will be made along the way that’s good because at least some decisions are
because at least some decisions are
because at least some decisions are being made along the way and we’ll find
being made along the way and we’ll find
being made along the way and we’ll find the mistakes we’ll fix them and I think
the mistakes we’ll fix them and I think
the mistakes we’ll fix them and I think what we need to do is support that team
what we need to do is support that team
what we need to do is support that team going through this very important stage
going through this very important stage
going through this very important stage as they work their butts off they’re all
as they work their butts off they’re all
as they work their butts off they’re all getting calls being offered three times
getting calls being offered three times
getting calls being offered three times as much money to go do this without the
as much money to go do this without the
as much money to go do this without the bellies hot none of them are leaving and
bellies hot none of them are leaving and
bellies hot none of them are leaving and I think we need to support them and see
I think we need to support them and see
I think we need to support them and see them through this and write some damn
them through this and write some damn
them through this and write some damn good applications to support Apple on
good applications to support Apple on
good applications to support Apple on the market that’s my own point of view
the market that’s my own point of view
the market that’s my own point of view mistakes we made some people will be
mistakes we made some people will be
mistakes we made some people will be pissed off some people will not know
pissed off some people will not know
pissed off some people will not know what they’re talking about but it’s I
what they’re talking about but it’s I
what they’re talking about but it’s I think it is so much better than where
think it is so much better than where
think it is so much better than where things were not very long ago and I
things were not very long ago and I
things were not very long ago and I think we’re gonna get there to me
think we’re gonna get there to me
think we’re gonna get there to me marketing is about values this is a very
marketing is about values this is a very
marketing is about values this is a very complicated world it’s a very noisy
complicated world it’s a very noisy
complicated world it’s a very noisy world and we’re not going to get a
world and we’re not going to get a
world and we’re not going to get a chance to get people to remember much
chance to get people to remember much
chance to get people to remember much about us no company is and so we have to
about us no company is and so we have to
about us no company is and so we have to be really clear on that we wanted to
be really clear on that we wanted to
be really clear on that we wanted to know about us now Apple fortunately is
know about us now Apple fortunately is
know about us now Apple fortunately is one of the half-a-dozen best brands in
one of the half-a-dozen best brands in
one of the half-a-dozen best brands in the whole world right up there with Nike
the whole world right up there with Nike
the whole world right up there with Nike Disney Coke Sony it is one of the greats
Disney Coke Sony it is one of the greats
Disney Coke Sony it is one of the greats of the greats not just in this country
of the greats not just in this country
of the greats not just in this country but all around the globe and but even a
but all around the globe and but even a
but all around the globe and but even a great brand needs investments and caring
great brand needs investments and caring
great brand needs investments and caring if
if
if retain its relevance in vitality and the
retain its relevance in vitality and the
retain its relevance in vitality and the Apple brand has clearly suffered from
Apple brand has clearly suffered from
Apple brand has clearly suffered from neglect in this area in the last few
neglect in this area in the last few
neglect in this area in the last few years and we need to bring it back the
years and we need to bring it back the
years and we need to bring it back the way to do that is not to talk about
way to do that is not to talk about
way to do that is not to talk about speed and ease it’s not to talk about
speed and ease it’s not to talk about
speed and ease it’s not to talk about myths and medicine it’s not to talk
myths and medicine it’s not to talk
myths and medicine it’s not to talk about why you’re better than Windows the
about why you’re better than Windows the
about why you’re better than Windows the dairy industry tried for 20 years to
dairy industry tried for 20 years to
dairy industry tried for 20 years to convince you that milk was good for you
convince you that milk was good for you
convince you that milk was good for you it’s alive if they tried anyway and the
it’s alive if they tried anyway and the
it’s alive if they tried anyway and the sales were going like this and then they
sales were going like this and then they
sales were going like this and then they tried got milk and sales are going like
tried got milk and sales are going like
tried got milk and sales are going like this not not the things talking a
this not not the things talking a
this not not the things talking a partner but the focus on the absence of
partner but the focus on the absence of
partner but the focus on the absence of trust but but that’s the best example of
trust but but that’s the best example of
trust but but that’s the best example of all and and one of the greatest jobs of
all and and one of the greatest jobs of
all and and one of the greatest jobs of marketing and if the universe has ever
marketing and if the universe has ever
marketing and if the universe has ever seen as Nike remember might you sell the
seen as Nike remember might you sell the
seen as Nike remember might you sell the commodity little shoes and yet when you
commodity little shoes and yet when you
commodity little shoes and yet when you think of Nike you feel something
think of Nike you feel something
think of Nike you feel something different finish you company in their
different finish you company in their
different finish you company in their ads as you know they don’t ever talk
ads as you know they don’t ever talk
ads as you know they don’t ever talk about the press they don’t ever tell you
about the press they don’t ever tell you
about the press they don’t ever tell you about the air soils and my the better
about the air soils and my the better
about the air soils and my the better the Reebok the air so where’s Mikey
the Reebok the air so where’s Mikey
the Reebok the air so where’s Mikey doing there everybody wait they honor
doing there everybody wait they honor
doing there everybody wait they honor great athletes and they honor great
great athletes and they honor great
great athletes and they honor great athletics that’s who they are that’s
athletics that’s who they are that’s
athletics that’s who they are that’s what they are about
what they are about
what they are about Pavel spend a fortune on advertising
Pavel spend a fortune on advertising
Pavel spend a fortune on advertising you’d never know it you never know so
you’d never know it you never know so
you’d never know it you never know so when I got here you Apple just fired the
when I got here you Apple just fired the
when I got here you Apple just fired the agency we’re doing a competition with 23
agency we’re doing a competition with 23
agency we’re doing a competition with 23 agencies that you know four years from
agencies that you know four years from
agencies that you know four years from now would pick one and he blew right up
now would pick one and he blew right up
now would pick one and he blew right up and we need higher chart day the ad
and we need higher chart day the ad
and we need higher chart day the ad agency that I was fortunate to work with
agency that I was fortunate to work with
agency that I was fortunate to work with years ago we created some award-winning
years ago we created some award-winning
years ago we created some award-winning work including the commercial of the
work including the commercial of the
work including the commercial of the best dad ever made 1984 by advertising
best dad ever made 1984 by advertising
best dad ever made 1984 by advertising professional side and we started working
professional side and we started working
professional side and we started working about eight weeks ago and what was the
about eight weeks ago and what was the
about eight weeks ago and what was the question we asked was our customers want
question we asked was our customers want
question we asked was our customers want to know who is Apple and what is it that
to know who is Apple and what is it that
to know who is Apple and what is it that we stand for Reta be fit in this world
we stand for Reta be fit in this world
we stand for Reta be fit in this world and what we’re about isn’t making boxes
and what we’re about isn’t making boxes
and what we’re about isn’t making boxes for people to get the job done although
for people to get the job done although
for people to get the job done although we do that well we do that better than
we do that well we do that better than
we do that well we do that better than almost anybody in some cases but apples
almost anybody in some cases but apples
almost anybody in some cases but apples for that some more than that Apple at
for that some more than that Apple at
for that some more than that Apple at the core it’s core value is that we
the core it’s core value is that we
the core it’s core value is that we believe that people with passion can
believe that people with passion can
believe that people with passion can change the world with us that’s what we
change the world with us that’s what we
change the world with us that’s what we do and we’ve had the opportunity to work
do and we’ve had the opportunity to work
do and we’ve had the opportunity to work with people like that we chose not to
with people like that we chose not to
with people like that we chose not to work with people like me with soccer
work with people like me with soccer
work with people like me with soccer drivers with customers who have done it
drivers with customers who have done it
drivers with customers who have done it in some big and some some
in some big and some some
in some big and some some and we believe that in this world people
and we believe that in this world people
and we believe that in this world people can change it for the better and that
can change it for the better and that
can change it for the better and that those people they’re crazy enough to
those people they’re crazy enough to
those people they’re crazy enough to think they can change the world are the
think they can change the world are the
think they can change the world are the ones that actually do and so what we’re
ones that actually do and so what we’re
ones that actually do and so what we’re going to do in our first brand marketing
going to do in our first brand marketing
going to do in our first brand marketing campaign in several years is to is to
campaign in several years is to is to
campaign in several years is to is to get back to that core value a lot of
get back to that core value a lot of
get back to that core value a lot of things have changed the markets a
things have changed the markets a
things have changed the markets a totally different place than it was a
totally different place than it was a
totally different place than it was a decade ago and a that’s totally
decade ago and a that’s totally
decade ago and a that’s totally different now this place and it’s
different now this place and it’s
different now this place and it’s totally different believe me the
totally different believe me the
totally different believe me the products and the distribution strategy
products and the distribution strategy
products and the distribution strategy meant I can atonement and we understand
meant I can atonement and we understand
meant I can atonement and we understand that what values and core values this
that what values and core values this
that what values and core values this thing shouldn’t change the things that
thing shouldn’t change the things that
thing shouldn’t change the things that Apple believed in at its core are the
Apple believed in at its core are the
Apple believed in at its core are the same things that happily stands for
same things that happily stands for
same things that happily stands for today and so we wanted to find a way to
today and so we wanted to find a way to
today and so we wanted to find a way to communicate this and that we have is
communicate this and that we have is
communicate this and that we have is something that I am I’m very moved by it
something that I am I’m very moved by it
something that I am I’m very moved by it honors those people who have changed the
honors those people who have changed the
honors those people who have changed the world some of them are living
world some of them are living
world some of them are living some of them are but the ones that
some of them are but the ones that
some of them are but the ones that aren’t as you’ll see you know the theme
aren’t as you’ll see you know the theme
aren’t as you’ll see you know the theme of the campaign is think different
of the campaign is think different
of the campaign is think different there’s the people honoring the people
there’s the people honoring the people
there’s the people honoring the people who think different and who knew this
who think different and who knew this
who think different and who knew this world fully and it’s it is what we were
world fully and it’s it is what we were
world fully and it’s it is what we were about it touches the soil of this
about it touches the soil of this
about it touches the soil of this company so I never head and wallet and I
company so I never head and wallet and I
company so I never head and wallet and I hope that you feel the same way by like
[Music]
[Music] years to the crazy ones
years to the crazy ones
years to the crazy ones The Misfits rebels troublemakers round
The Misfits rebels troublemakers round
The Misfits rebels troublemakers round pegs in the square holes ones who see
pegs in the square holes ones who see
pegs in the square holes ones who see things they’re not fond of rules and
things they’re not fond of rules and
things they’re not fond of rules and they have no respect in stands crowd you
they have no respect in stands crowd you
they have no respect in stands crowd you can quote them disagree with them
can quote them disagree with them
can quote them disagree with them glorify or vilify them the only thing
glorify or vilify them the only thing
glorify or vilify them the only thing you can’t do
you can’t do
you can’t do because they change that push the human
because they change that push the human
because they change that push the human race forward and while some may see them
race forward and while some may see them
race forward and while some may see them as the crazy ones we see genius there’s
as the crazy ones we see genius there’s
as the crazy ones we see genius there’s the people who are crazy enough to think
the people who are crazy enough to think
the people who are crazy enough to think they can change the world
they can change the world
they can change the world [Music]
thank you I’m honored to be with you
thank you I’m honored to be with you today for your commencement from one of
today for your commencement from one of
today for your commencement from one of the finest universities in the world
truth be told I never graduated from
truth be told I never graduated from college and this is the closest I’ve
college and this is the closest I’ve
college and this is the closest I’ve ever gotten to a college graduation
ever gotten to a college graduation
ever gotten to a college graduation today I want to tell you three stories
today I want to tell you three stories
today I want to tell you three stories from my life that’s it no big deal
from my life that’s it no big deal
from my life that’s it no big deal just three stories the first story is
just three stories the first story is
just three stories the first story is about connecting the dots I dropped out
about connecting the dots I dropped out
about connecting the dots I dropped out of Reed College after the first six
of Reed College after the first six
of Reed College after the first six months but then stayed around as a drop
months but then stayed around as a drop
months but then stayed around as a drop in for another 18 months or so before I
in for another 18 months or so before I
in for another 18 months or so before I really quit so why’d I drop out it
really quit so why’d I drop out it
really quit so why’d I drop out it started before I was born my biological
started before I was born my biological
started before I was born my biological mother was a young unwed graduate
mother was a young unwed graduate
mother was a young unwed graduate student and she decided to put me up for
student and she decided to put me up for
student and she decided to put me up for adoption she felt very strongly that I
adoption she felt very strongly that I
adoption she felt very strongly that I should be adopted by college graduates
should be adopted by college graduates
should be adopted by college graduates so everything was all set for me to be
so everything was all set for me to be
so everything was all set for me to be adopted at Birth by a lawyer and his
adopted at Birth by a lawyer and his
adopted at Birth by a lawyer and his wife except that when I popped out they
wife except that when I popped out they
wife except that when I popped out they decided at the last minute that they
decided at the last minute that they
decided at the last minute that they really wanted a girl so my parents who
really wanted a girl so my parents who
really wanted a girl so my parents who were on a waiting list got a call in the
were on a waiting list got a call in the
were on a waiting list got a call in the middle of the night asking we’ve got an
middle of the night asking we’ve got an
middle of the night asking we’ve got an unexpected baby boy do you want him they
unexpected baby boy do you want him they
unexpected baby boy do you want him they said of course my biological mother
said of course my biological mother
said of course my biological mother found out later that my mother had never
found out later that my mother had never
found out later that my mother had never graduated from college and my father had
graduated from college and my father had
graduated from college and my father had never graduated from high school she
never graduated from high school she
never graduated from high school she refused to sign the final adoption
refused to sign the final adoption
refused to sign the final adoption papers she only relented a few months
papers she only relented a few months
papers she only relented a few months later when my parents promised that I
later when my parents promised that I
later when my parents promised that I would go to college this was the start
would go to college this was the start
would go to college this was the start in my life and 17 years later I did go
in my life and 17 years later I did go
in my life and 17 years later I did go to college but I naively chose to
to college but I naively chose to
to college but I naively chose to college there was almost as expensive as
college there was almost as expensive as
college there was almost as expensive as Stanford and all of my working-class
Stanford and all of my working-class
Stanford and all of my working-class parents savings were being spent on my
parents savings were being spent on my
parents savings were being spent on my college tuition after six months I
college tuition after six months I
college tuition after six months I couldn’t see the value in it I had no
couldn’t see the value in it I had no
couldn’t see the value in it I had no idea what I wanted to do with my life
idea what I wanted to do with my life
idea what I wanted to do with my life and no idea how college was going to
and no idea how college was going to
and no idea how college was going to help me figure it out and here I was
help me figure it out and here I was
help me figure it out and here I was spending all the money my parents had
spending all the money my parents had
spending all the money my parents had saved their entire life so I decided to
saved their entire life so I decided to
saved their entire life so I decided to drop out and trust that it would all
drop out and trust that it would all
drop out and trust that it would all work out okay it was pretty scary at the
work out okay it was pretty scary at the
work out okay it was pretty scary at the time but looking back it was one of the
time but looking back it was one of the
time but looking back it was one of the best decisions I ever made the minute I
best decisions I ever made the minute I
best decisions I ever made the minute I dropped out I could stop taking the
dropped out I could stop taking the
dropped out I could stop taking the required classes that didn’t interest me
required classes that didn’t interest me
required classes that didn’t interest me and begin dropping in on the ones that
and begin dropping in on the ones that
and begin dropping in on the ones that looked far more interesting it wasn’t
looked far more interesting it wasn’t
looked far more interesting it wasn’t all romantic I didn’t have a dorm room
all romantic I didn’t have a dorm room
all romantic I didn’t have a dorm room so I slept on the floor in friends rooms
so I slept on the floor in friends rooms
so I slept on the floor in friends rooms I returned coke bottles for the five
I returned coke bottles for the five
I returned coke bottles for the five cent deposits to buy for
cent deposits to buy for
cent deposits to buy for with and I would walk the seven miles
with and I would walk the seven miles
with and I would walk the seven miles across town every Sunday nights to get
across town every Sunday nights to get
across town every Sunday nights to get one good meal a week at the Hari Krishna
one good meal a week at the Hari Krishna
one good meal a week at the Hari Krishna temple I loved it and much of what I
temple I loved it and much of what I
temple I loved it and much of what I stumbled into by following my curiosity
stumbled into by following my curiosity
stumbled into by following my curiosity and intuition turned out to be priceless
and intuition turned out to be priceless
and intuition turned out to be priceless later on let me give you one example
later on let me give you one example
later on let me give you one example Reed College at that time offered
Reed College at that time offered
Reed College at that time offered perhaps the best calligraphy instruction
perhaps the best calligraphy instruction
perhaps the best calligraphy instruction in the country throughout the campus
in the country throughout the campus
in the country throughout the campus every poster every label on every drawer
every poster every label on every drawer
every poster every label on every drawer was beautifully hand calligraphed
was beautifully hand calligraphed
was beautifully hand calligraphed because I had dropped out and didn’t
because I had dropped out and didn’t
because I had dropped out and didn’t have to take the normal classes I
have to take the normal classes I
have to take the normal classes I decided to take a calligraphy class to
decided to take a calligraphy class to
decided to take a calligraphy class to learn how to do this I learned about
learn how to do this I learned about
learn how to do this I learned about serif and sans-serif typefaces about
serif and sans-serif typefaces about
serif and sans-serif typefaces about varying the amount of space between
varying the amount of space between
varying the amount of space between different letter combinations about what
different letter combinations about what
different letter combinations about what makes great typography great
makes great typography great
makes great typography great it was beautiful historical artistically
it was beautiful historical artistically
it was beautiful historical artistically subtle in a way that science can’t
subtle in a way that science can’t
subtle in a way that science can’t capture and I found it fascinating none
capture and I found it fascinating none
capture and I found it fascinating none of this had even a hope of any practical
of this had even a hope of any practical
of this had even a hope of any practical application in my life but 10 years
application in my life but 10 years
application in my life but 10 years later when we were designing the first
later when we were designing the first
later when we were designing the first Macintosh computer it all came back to
Macintosh computer it all came back to
Macintosh computer it all came back to me and we designed it all into the Mac
me and we designed it all into the Mac
me and we designed it all into the Mac it was the first computer with beautiful
it was the first computer with beautiful
it was the first computer with beautiful typography if I had never dropped in on
typography if I had never dropped in on
typography if I had never dropped in on that single course in college the Mac
that single course in college the Mac
that single course in college the Mac would have never had multiple typefaces
would have never had multiple typefaces
would have never had multiple typefaces or proportionally spaced fonts and since
or proportionally spaced fonts and since
or proportionally spaced fonts and since windows just copied the Mac it’s likely
windows just copied the Mac it’s likely
windows just copied the Mac it’s likely that no personal computer would have
that no personal computer would have
that no personal computer would have them
if I had never dropped out I would have
if I had never dropped out I would have never dropped in on that calligraphy
never dropped in on that calligraphy
never dropped in on that calligraphy class and personal computers might not
class and personal computers might not
class and personal computers might not have the wonderful typography that they
have the wonderful typography that they
have the wonderful typography that they do of course it was impossible to
do of course it was impossible to
do of course it was impossible to connect the dots looking forward when I
connect the dots looking forward when I
connect the dots looking forward when I was in college but it was very very
was in college but it was very very
was in college but it was very very clear looking backwards ten years later
clear looking backwards ten years later
clear looking backwards ten years later again you can’t connect the dots looking
again you can’t connect the dots looking
again you can’t connect the dots looking forward you can only connect them
forward you can only connect them
forward you can only connect them looking backwards so you have to trust
looking backwards so you have to trust
looking backwards so you have to trust that the dots will somehow connect in
that the dots will somehow connect in
that the dots will somehow connect in your future you have to trust in
your future you have to trust in
your future you have to trust in something your gut destiny life karma
something your gut destiny life karma
something your gut destiny life karma whatever because believing that the dots
whatever because believing that the dots
whatever because believing that the dots will connect down the road will give you
will connect down the road will give you
will connect down the road will give you the confidence to follow your heart even
the confidence to follow your heart even
the confidence to follow your heart even when it leads you off the well-worn path
when it leads you off the well-worn path
when it leads you off the well-worn path and that will make all the difference my
and that will make all the difference my
and that will make all the difference my second story is about love and loss I
second story is about love and loss I
second story is about love and loss I was lucky I found what I loved to do
was lucky I found what I loved to do
was lucky I found what I loved to do early in life woz and I started Apple in
early in life woz and I started Apple in
early in life woz and I started Apple in my parent’s garage when I was 20 we
my parent’s garage when I was 20 we
my parent’s garage when I was 20 we worked hard and in 10 years Apple a
worked hard and in 10 years Apple a
worked hard and in 10 years Apple a grown from just the two of us in a
grown from just the two of us in a
grown from just the two of us in a garage in with two billion dollar
garage in with two billion dollar
garage in with two billion dollar company with over 4,000 employees we
company with over 4,000 employees we
company with over 4,000 employees we just released our finest creation the
just released our finest creation the
just released our finest creation the Macintosh a year earlier and I just
Macintosh a year earlier and I just
Macintosh a year earlier and I just turned 30 and then I got fired how can
turned 30 and then I got fired how can
turned 30 and then I got fired how can you get fired from a company who started
you get fired from a company who started
you get fired from a company who started well as Apple grew we hired someone who
well as Apple grew we hired someone who
well as Apple grew we hired someone who I thought was very talented to run the
I thought was very talented to run the
I thought was very talented to run the company with me and for the first year
company with me and for the first year
company with me and for the first year or so things went well but then our
or so things went well but then our
or so things went well but then our visions the future began to diverge and
visions the future began to diverge and
visions the future began to diverge and eventually we had a falling out when we
eventually we had a falling out when we
eventually we had a falling out when we did our Board of Directors sided with
did our Board of Directors sided with
did our Board of Directors sided with him and so at 30 I was out and very
him and so at 30 I was out and very
him and so at 30 I was out and very publicly out what had been the focus of
publicly out what had been the focus of
publicly out what had been the focus of my entire adult life was gone and it was
my entire adult life was gone and it was
my entire adult life was gone and it was devastating I really didn’t know what to
devastating I really didn’t know what to
devastating I really didn’t know what to do for a few months I felt that I’d let
do for a few months I felt that I’d let
do for a few months I felt that I’d let the previous generation of entrepreneurs
the previous generation of entrepreneurs
the previous generation of entrepreneurs down that I dropped the baton as it was
down that I dropped the baton as it was
down that I dropped the baton as it was being passed to me I met with David
being passed to me I met with David
being passed to me I met with David Packard and Bob Noyce and tried to
Packard and Bob Noyce and tried to
Packard and Bob Noyce and tried to apologize for screwing up so badly I was
apologize for screwing up so badly I was
apologize for screwing up so badly I was a very public failure and I even thought
a very public failure and I even thought
a very public failure and I even thought about running away from the valley but
about running away from the valley but
about running away from the valley but something slowly began to dawn on me I
something slowly began to dawn on me I
something slowly began to dawn on me I still loved what I did the turn of
still loved what I did the turn of
still loved what I did the turn of events at Apple had not changed that one
events at Apple had not changed that one
events at Apple had not changed that one bit I’ve been rejected but I was still
bit I’ve been rejected but I was still
bit I’ve been rejected but I was still in love and so I decided to start over I
in love and so I decided to start over I
in love and so I decided to start over I didn’t see it then but it turned out
didn’t see it then but it turned out
didn’t see it then but it turned out that getting fired from Apple was the
that getting fired from Apple was the
that getting fired from Apple was the best thing that could have ever happened
best thing that could have ever happened
best thing that could have ever happened to me the heaviness of being successful
to me the heaviness of being successful
to me the heaviness of being successful was replaced by the lightness of being a
was replaced by the lightness of being a
was replaced by the lightness of being a beginner again less sure about
beginner again less sure about
beginner again less sure about everything it freed me to enter one of
everything it freed me to enter one of
everything it freed me to enter one of the most creative periods of my life
the most creative periods of my life
the most creative periods of my life during the next five years I started a
during the next five years I started a
during the next five years I started a company named next another company named
company named next another company named
company named next another company named Pixar and fell in love with an amazing
Pixar and fell in love with an amazing
Pixar and fell in love with an amazing woman who had become my wife Pixar went
woman who had become my wife Pixar went
woman who had become my wife Pixar went on to create the world’s first computer
on to create the world’s first computer
on to create the world’s first computer animated feature film Toy Story
animated feature film Toy Story
animated feature film Toy Story is now the most successful animation
is now the most successful animation
is now the most successful animation studio in the world in a remarkable turn
studio in the world in a remarkable turn
studio in the world in a remarkable turn of events Apple bought next and I
of events Apple bought next and I
of events Apple bought next and I returned to Apple and the technology we
returned to Apple and the technology we
returned to Apple and the technology we developed it next is at the heart of
developed it next is at the heart of
developed it next is at the heart of Apple’s current Renaissance and Laureen
Apple’s current Renaissance and Laureen
Apple’s current Renaissance and Laureen and I have a wonderful family together
and I have a wonderful family together
and I have a wonderful family together I’m pretty sure none of this would have
I’m pretty sure none of this would have
I’m pretty sure none of this would have happened if I hadn’t been fired from
happened if I hadn’t been fired from
happened if I hadn’t been fired from Apple
Apple
Apple it was awful tasting medicine but I
it was awful tasting medicine but I
it was awful tasting medicine but I guess the patient needed it sometime
guess the patient needed it sometime
guess the patient needed it sometime life sometimes life’s gonna hit you in
life sometimes life’s gonna hit you in
life sometimes life’s gonna hit you in the head with a brick don’t lose faith
the head with a brick don’t lose faith
the head with a brick don’t lose faith I’m convinced that the only thing that
I’m convinced that the only thing that
I’m convinced that the only thing that kept me going was that I loved what I
kept me going was that I loved what I
kept me going was that I loved what I did you’ve got to find what you love and
did you’ve got to find what you love and
did you’ve got to find what you love and that is true for work as it is for your
that is true for work as it is for your
that is true for work as it is for your lovers
lovers
lovers your work is gonna fill a large part of
your work is gonna fill a large part of
your work is gonna fill a large part of your life and the only way to be truly
your life and the only way to be truly
your life and the only way to be truly satisfied is to do what you believe is
satisfied is to do what you believe is
satisfied is to do what you believe is great work and the only way to do great
great work and the only way to do great
great work and the only way to do great work is to love what you do if you
work is to love what you do if you
work is to love what you do if you haven’t found it yet keep looking and
haven’t found it yet keep looking and
haven’t found it yet keep looking and don’t settle as with all matters of the
don’t settle as with all matters of the
don’t settle as with all matters of the heart you’ll know when you find it and
heart you’ll know when you find it and
heart you’ll know when you find it and like any great relationship it just gets
like any great relationship it just gets
like any great relationship it just gets better and better as the years roll on
better and better as the years roll on
better and better as the years roll on so keep looking don’t settle
my third story is about death when I was
my third story is about death when I was 17 I read a quote that went something
17 I read a quote that went something
17 I read a quote that went something like if you live each day as if it was
like if you live each day as if it was
like if you live each day as if it was your last someday you’ll most certainly
your last someday you’ll most certainly
your last someday you’ll most certainly be right it made an impression on me and
be right it made an impression on me and
be right it made an impression on me and since then for the past 33 years I’ve
since then for the past 33 years I’ve
since then for the past 33 years I’ve looked in the mirror every morning and
looked in the mirror every morning and
looked in the mirror every morning and asked myself if today were the last day
asked myself if today were the last day
asked myself if today were the last day of my life
of my life
of my life what I want to do what I am about to do
what I want to do what I am about to do
what I want to do what I am about to do today and whenever the answer has been
today and whenever the answer has been
today and whenever the answer has been no for too many days in a row I know I
no for too many days in a row I know I
no for too many days in a row I know I need to change something remembering
need to change something remembering
need to change something remembering that all be dead soon is the most
that all be dead soon is the most
that all be dead soon is the most important tool I’ve ever encountered to
important tool I’ve ever encountered to
important tool I’ve ever encountered to help me make the big choices in life
help me make the big choices in life
help me make the big choices in life because almost everything all external
because almost everything all external
because almost everything all external expectations all pride all fear of
expectations all pride all fear of
expectations all pride all fear of embarrassment or failure these things
embarrassment or failure these things
embarrassment or failure these things just fall away in the face of death
just fall away in the face of death
just fall away in the face of death leaving only what is truly important
leaving only what is truly important
leaving only what is truly important remembering that you are going to die is
remembering that you are going to die is
remembering that you are going to die is the best way I know to avoid the trap of
the best way I know to avoid the trap of
the best way I know to avoid the trap of thinking you have something to lose you
thinking you have something to lose you
thinking you have something to lose you are already naked there is no reason not
are already naked there is no reason not
are already naked there is no reason not to follow your heart about a year ago I
to follow your heart about a year ago I
to follow your heart about a year ago I was diagnosed with cancer I had a scan
was diagnosed with cancer I had a scan
was diagnosed with cancer I had a scan at 7:30 in the morning
at 7:30 in the morning
at 7:30 in the morning and it clearly showed a tumor on my
and it clearly showed a tumor on my
and it clearly showed a tumor on my pancreas I didn’t even know what a
pancreas I didn’t even know what a
pancreas I didn’t even know what a pancreas was the doctors told me this
pancreas was the doctors told me this
pancreas was the doctors told me this was almost certainly a type of cancer
was almost certainly a type of cancer
was almost certainly a type of cancer that is incurable and that I should
that is incurable and that I should
that is incurable and that I should expect to live no longer than three to
expect to live no longer than three to
expect to live no longer than three to six months my doctor advised me to go
six months my doctor advised me to go
six months my doctor advised me to go home and get my affairs in order which
home and get my affairs in order which
home and get my affairs in order which is doctors code for prepare to die it
is doctors code for prepare to die it
is doctors code for prepare to die it means to try and tell your kids
means to try and tell your kids
means to try and tell your kids everything you thought you’d have the
everything you thought you’d have the
everything you thought you’d have the next 10 years to tell them in just a few
next 10 years to tell them in just a few
next 10 years to tell them in just a few months it means to make sure everything
months it means to make sure everything
months it means to make sure everything is buttoned up so that will be as easy
is buttoned up so that will be as easy
is buttoned up so that will be as easy as possible for your family it means to
as possible for your family it means to
as possible for your family it means to say your goodbyes
say your goodbyes
say your goodbyes I live with that diagnosis all day later
I live with that diagnosis all day later
I live with that diagnosis all day later that evening I had a biopsy where they
that evening I had a biopsy where they
that evening I had a biopsy where they stuck an endoscope down my throat
stuck an endoscope down my throat
stuck an endoscope down my throat through my stomach and into my
through my stomach and into my
through my stomach and into my intestines put a needle into my pancreas
intestines put a needle into my pancreas
intestines put a needle into my pancreas and got a few cells from the tumor I was
and got a few cells from the tumor I was
and got a few cells from the tumor I was sedated but my wife who was there told
sedated but my wife who was there told
sedated but my wife who was there told me that when they viewed the cells under
me that when they viewed the cells under
me that when they viewed the cells under a microscope the doctor started crying
a microscope the doctor started crying
a microscope the doctor started crying because it turned out to be a very rare
because it turned out to be a very rare
because it turned out to be a very rare form of pancreatic cancer that is
form of pancreatic cancer that is
form of pancreatic cancer that is curable with surgery I had the surgery
curable with surgery I had the surgery
curable with surgery I had the surgery and thankfully I’m fine now
this was the closest I’ve been to facing
this was the closest I’ve been to facing death and I hope it’s the closest I get
death and I hope it’s the closest I get
death and I hope it’s the closest I get for a few more decades having lived
for a few more decades having lived
for a few more decades having lived through it I can now say this to you
through it I can now say this to you
through it I can now say this to you with a bit more certainty than when
with a bit more certainty than when
with a bit more certainty than when death was a useful but purely
death was a useful but purely
death was a useful but purely intellectual concept no one wants to die
intellectual concept no one wants to die
intellectual concept no one wants to die even people who want to go to heaven
even people who want to go to heaven
even people who want to go to heaven don’t want to die to get there and yet
don’t want to die to get there and yet
don’t want to die to get there and yet death is the destination we all share no
death is the destination we all share no
death is the destination we all share no one has ever escaped it and that is as
one has ever escaped it and that is as
one has ever escaped it and that is as it should be because death is very
it should be because death is very
it should be because death is very likely the single best invention of life
likely the single best invention of life
likely the single best invention of life its life’s change agent it clears out
its life’s change agent it clears out
its life’s change agent it clears out the old to make way for the new right
the old to make way for the new right
the old to make way for the new right now the new is you but some day not too
now the new is you but some day not too
now the new is you but some day not too long from now you will gradually become
long from now you will gradually become
long from now you will gradually become the old and be cleared away sorry to be
the old and be cleared away sorry to be
the old and be cleared away sorry to be so dramatic but it’s quite true your
so dramatic but it’s quite true your
so dramatic but it’s quite true your time is limited so don’t waste it living
time is limited so don’t waste it living
time is limited so don’t waste it living someone else’s life don’t be trapped by
someone else’s life don’t be trapped by
someone else’s life don’t be trapped by Dogma which is living with the results
Dogma which is living with the results
Dogma which is living with the results of other people’s thinking don’t let the
of other people’s thinking don’t let the
of other people’s thinking don’t let the noise of others opinions drown out your
noise of others opinions drown out your
noise of others opinions drown out your own inner voice and most important have
own inner voice and most important have
own inner voice and most important have the courage to follow your heart and
the courage to follow your heart and
the courage to follow your heart and intuition they somehow already know what
intuition they somehow already know what
intuition they somehow already know what you truly want to become everything else
you truly want to become everything else
you truly want to become everything else is secondary
when I was young there was an amazing
when I was young there was an amazing publication called the Whole Earth
publication called the Whole Earth
publication called the Whole Earth Catalog which was one of the Bible’s of
Catalog which was one of the Bible’s of
Catalog which was one of the Bible’s of my generation it was created by a fellow
my generation it was created by a fellow
my generation it was created by a fellow named Stuart brand not far from here in
named Stuart brand not far from here in
named Stuart brand not far from here in Menlo Park and he brought it to life
Menlo Park and he brought it to life
Menlo Park and he brought it to life with his poetic touch this was in the
with his poetic touch this was in the
with his poetic touch this was in the late 60s before personal computers and
late 60s before personal computers and
late 60s before personal computers and desktop publishing so it was all made
desktop publishing so it was all made
desktop publishing so it was all made with typewriters scissors and Polaroid
with typewriters scissors and Polaroid
with typewriters scissors and Polaroid cameras it was sort of like Google and
cameras it was sort of like Google and
cameras it was sort of like Google and paperback for him 35 years before Google
paperback for him 35 years before Google
paperback for him 35 years before Google came along it was idealistic overflowing
came along it was idealistic overflowing
came along it was idealistic overflowing with neat tools and great notions Stuart
with neat tools and great notions Stuart
with neat tools and great notions Stuart and his team put out several issues of
and his team put out several issues of
and his team put out several issues of the Whole Earth Catalog and then when it
the Whole Earth Catalog and then when it
the Whole Earth Catalog and then when it in run its course they put out a final
in run its course they put out a final
in run its course they put out a final issue it was the mid 1970s and I was
issue it was the mid 1970s and I was
issue it was the mid 1970s and I was your age on the back cover of their
your age on the back cover of their
your age on the back cover of their final issue was a photograph of an
final issue was a photograph of an
final issue was a photograph of an early-morning country road the kind you
early-morning country road the kind you
early-morning country road the kind you might find yourself hitchhiking on if
might find yourself hitchhiking on if
might find yourself hitchhiking on if you were so adventurous beneath it were
you were so adventurous beneath it were
you were so adventurous beneath it were the words stay hungry stay foolish it
the words stay hungry stay foolish it
the words stay hungry stay foolish it was their farewell message as they
was their farewell message as they
was their farewell message as they signed off stay hungry stay foolish and
signed off stay hungry stay foolish and
signed off stay hungry stay foolish and I’ve always wished that for myself and
I’ve always wished that for myself and
I’ve always wished that for myself and now as you graduate to begin anew I wish
now as you graduate to begin anew I wish
now as you graduate to begin anew I wish that for you stay hungry stay foolish
that for you stay hungry stay foolish
that for you stay hungry stay foolish thank you all very much I made this
thank you all very much I made this
thank you all very much I made this video because card games TV one asks me
video because card games TV one asks me
video because card games TV one asks me to so there’s a famous entrepreneur that
to so there’s a famous entrepreneur that
to so there’s a famous entrepreneur that you want me to profile leave it in the
you want me to profile leave it in the
you want me to profile leave it in the comments below
comments below
comments below and we’ll see what we can do thank you
and we’ll see what we can do thank you
and we’ll see what we can do thank you so much for watching and continue to
so much for watching and continue to
so much for watching and continue to believe me I know see you soon
”
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